Japanese brewer Asahi has its sights on a larger share of the UK’s sharing bottle market, if its latest innovation is anything to go by.
The company has launched a 660ml bottle, which is being rolled out nationally across on-trade and take-home retailers. The packaging format was previously available exclusively at Japanese restaurant chain Wagamama’s, and features Asahi’s premium lager that “delivers a crisp, refreshing, super dry flavour” and is described by the Tokyo-based beer maker as “a real thirst-quencher”.
Asahi UK brand manager Samantha Catford said: “While our existing iconic 330ml bottle has always been a crowd-pleaser, we have seized the opportunity to upsize and maximise our chances in the fast-growing sharing bottle market with the 660ml format.
“For consumers, this size of bottle represents best value for money when you are out celebrating in a crowd and also makes the perfect accompaniment to a meal. We see this format as being a key driver in helping to achieve our volume aspirations for the brand.”
Earlier this week, Asahi acquired Melbourne-based craft brewery Mountain Goat, making it the second craft beer acquisition that the company had pursued in Australia.
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